Campaigning for cooperatives as resistance to neoliberal capitalism
Year: 2017
Type: article
Abstract: This article investigates the eventual performance of critical resistance to neoliberal capitalism in the discourse of a marketing campaign that promotes the organisational form of cooperatives. Through discourse analysis, this article shows that the performed resistance activity in the campaign discourse is non-critical resistance since the dominant discourse of neoliberal capitalism is reproduced. The analysis shows that affective and economic articulations are intertwined in resistance through the discursive promotion of cooperation. The article contributes to understandings of cooperation as potential resistance to neoliberal capitalism, and highlights the risk of resistance simultaneously reproducing the power of dominant discourses.
Source: Journal of Political Power
Author: Kristin Wiksell
Institution: Karlstad University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2622909593